Why millennials aren’t using fabric softener

If you want to look young, don’t buy fabric softener.

According to a Wall Street Journal report cited by Fortune, fabric softener is not as popular is it once was, with liquid sales dropping15 percent overall between 2007 and 2015.

One group that reportedly isn’t buying fabric softener is millennials.

Though its been argued by the maker ofSnuggle that millennials disinterest is due to eco-consciousness,P&G’shead of global fabric care says, they simply “don’t know what the product is for.”

The purpose of the product is, like its name suggests, to soften fabric, as well as prevent static cling. The Wall Street Journal points out, however,that modern washing machines and detergents have lessen the need for softening.